A case study on the application of influencer marketing strategies in the expansion of the B2C customer base.

Schneider Electric is a leading specialist in the digital transformation of energy management and automation with over 180 years of experience in producing innovative products and solutions for residential buildings, small buildings, data centers, industrial infrastructures, and electrical systems. With operations in over a hundred countries, Schneider Electric is a prominent name synonymous with technology and innovation that has been well-received and respected by both B2B and B2C clients for over 44 years. 

 

Over the past two years, Tellscore has noticed many exciting developments in the brand's application of influencer marketing strategies to boost brand awareness and reach its B2C target group, particularly home products. Schneider Electric achieved the campaign’s mission by “focusing on the benefits of the consumers” and collaborating with influencers to share their real-life experiences with the brand’s products through unique and engaging social media content.

 

In this article, Tellscore was privileged to interview Cluster Head of Marketing Communications Jantarat Saresteansup on the brand's marketing strategies in Thailand, Laos, and Myanmar and the critical roles influencer marketing played in the success of the regional campaign.

 

Schneider Electric’s target groups.

 

Jantarat revealed that, with such a wide range of innovative products and solutions, Schneider Electric’s marketing strategies involve utilizing various digital tools and tactics to connect and communicate with both business-to-business (B2B) and business-to-customer (B2C) target groups. Some examples of the brand's popular products for each consumer group include Schneider Electric's consumer units for homes or small buildings and circuit breakers for industrial infrastructures, respectively.

 

What is Schneider Electric's influencer marketing strategy for the B2C target audience?

 

When asked about the brand's first experience with and opinion on influencer marketing, Jantarat said, "We saw influencer marketing as the marketing strategy that can help us connect with our consumers through each influencer’s different and interesting perspectives as a real user of our products.”

 

Janatarat went on to explain the brand's first campaign. "We coordinated with the marketing department to select the first product for our first influencer marketing campaign. The product we chose was our uninterruptible power supply (UPS) as it was a perfect candidate at the period when the "work from home kit" was in high demand. There also were enough IT influencers who were great fits for our campaign."

 

After acceptable results during the initial phase of the campaign, Kantarat and the team decided to scale up and adapt its influencer marketing strategy to target gamers by collaborating with influencers who know gaming and computer technologies to present our UPS product. 

 

The brand continued to apply its strategy on other B2C products such as electric switchboards, electrical sockets, and Schneider’s newest innovation, “AvaterOn A,” a suite of switches designed for both form and function with the slogan “Your Space, Your Choice.” As a result, Schneider Electric has been working with progressively more influencers to review the brand's residential products and connect with as many of its B2C target audience as possible.

 

Can influencers help Schneider Electric boost brand awareness and conversion?

 

Schneider Electric’s ultimate goal for integrating influencer marketing as part of its marketing strategies is to create brand awareness and increase conversions. Jantarat told Tellscore that the influencer marketing strategy the company has been deploying has proven to be effective in promoting product awareness, showcasing potential customers the various ways to use its products, and driving sales during the campaign period. 

 

However, "the sales revenue made during the campaign is not a product of influencer marketing alone. The most successful campaigns consist of a combination of influencer marketing and other marketing strategies. Promotional deals, advertising, and Schneider Electric's transformation into an eCommerce business plan were all essential to the brand's growth in today's digital ecosystem. As our products are not fast-moving consumer goods (FMCG), we need to invest sufficiently in providing our products' how-tos and information. Therefore, creating engaging and informative content is quite important.”

 

 

Media boosting is a crucial part of marketing strategies that marketers should not overlook.

 

Aside from selecting the right key players like influencers, a supporting player essential in the success of Schneider Electric’s influencer marketing campaigns is media boosting. According to Jantarat, one part of a brand's budget should be allocated to media boosting because "it has been very apparent that post boosting helps boost our products to a larger target group. It is another way to reach our potential customers and is an investment purposefully made to increase the probability of conversion.”

 

As many companies consider their media boosting techniques and settings confidential, brands are hesitant to reveal the information to external agencies. Jantarat’s opinion on this matter is that, although it is something brands should be aware of, it is also a crucial piece of information necessary for the success of any influencer marketing campaign.

 

"The terms and conditions for sharing media boosting information may vary from one brand to the next. It may also depend on each company's standards and policies. Therefore, brands and agencies should communicate any concerns or limitations from the start. If we can control this part of the campaign, there is nothing to worry about."

 

Jantarat added, "When we work with an agency, that agency becomes our partner, so there should be no other limitations. We both have to fully understand our strategies for the influencer marketing campaign to be a success."

 

When asked about Schneider Electric’s experience collaborating with Tellscore, Jantarat credited the agency for its expertise and strength in creating impactful influencer marketing campaigns for brands and marketers. The Cluster Head of Marketing Communications added that the very same strengths and expertise of the influencer marketing platform helped strengthen other marketing strategies the global specialist in energy management and automation employs to form one comprehensive marketing strategy as a whole. Tellscore has done an impressive job in adapting its influencer marketing strategies and techniques to Schneider Electric's communication strategies to connect with the brand's target audience, which is both creative and well-rounded.

 

If you are a brand or marketer looking to utilize influencer marketing as part of your marketing strategies and create measurable results such as brand awareness, increase traffic, and drive sales, contact Tellscore for more information or inquiries at https://th.tellscore.com/th.